Term and Fundamentals of Arts and Cultural Sponsorship

Manfred Bruhn () and Lorenz Pöllmann ()
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Manfred Bruhn: Universität Basel
Lorenz Pöllmann: Media University of Applied Sciences

Chapter Chapter 1 in Arts and Cultural Sponsorship, 2026, pp 1-19 from Springer

Abstract: Abstract Sponsoring has developed into a significant segment within the communications sector. While arguments based on product benefits and additional services often no longer provide sufficient differentiation from competitors, corporate sponsorships are increasingly seeking communication tools that offer experiential value and enable targeted audience engagement. Both of these are found in sponsoring, which has now often become an established component of the communication mix. This chapter outlines the development of sponsoring, identifies key characteristics, and defines a typology that distinguishes between various forms of arts and cultural sponsorship. Furthermore, a success chain for arts and cultural sponsorship is presented, serving as a conceptual framework for the development of sponsoring activities. Finally, a case study of Alfred Kärcher SE & Co. KG demonstrates the practical implementation of arts and cultural sponsorship.

Date: 2026
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DOI: 10.1007/978-3-658-50079-5_1

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